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The 3 Types of Native Advertising You Need to Understand

Native advertising comes in a few different forms. By definition, native advertising is online advertising that matches the form and function of the platform on which it appears.

There is so much talk about native advertising, that it can sometimes become overwhelming if you don’t understand it well. With that in mind, the IAB established 6 main forms in which native advertising can be executed. You will understand the 3 most relevant and popular ones today: In-Feed Units, Recommendation Widgets, and Promoted Listings.

1. In-Feed Units


The in-feed native ad is found within a site’s news feed, and its content is typically relevant to the publisher’s content. For example, if a publisher specializes in sports articles, then the advertisement will be in the form of a sports article. However, there are some in-feed native ads that do not resemble the publishers content; these can redirect the user to a traditional ad or to another landing page.


Consumers look at in-feed ad units 53% more often than they do display ads. This is because target audiences are much more receptive to content that they voluntarily click on, than they are to content that’s more forcefully thrown at them. So, now that they are watching your content, make sure to give them something they’ll want more of.


The second practice of redirecting users from a news feed to a traditional ad is not ideal. Nobody wants to click on something they think will interest them, just to realize that they fell for a sales tactic. Consequently, consumers might feel deceived or distrustful of you.

The best approach is to offer content that your audience expects from the site you published your ad in.

2. Recommendation Widgets


A recommendation widget is an ad or a piece of sponsored content that appears on a webpage; however, unlike an in-feed unit, it does not fit within with the site’s news feed. Instead, it is delivered through a widget section on the site. It is generally recognizable by words like “You might also like” or “You might like”, “Elsewhere from around the web” or “From around the web”, “You may have missed”, or “Recommended for you.”


According to, recommendation widgets are great for increasing recirculation, page views, shares, and user engagement.


Because they are not directly in-feed, they are not in direct view thus recommendation widgets do not receive as many views as in feed units.

3. Promoted Listings:


These types of native ads go in-feed, but are usually displayed on websites that do not produce editorial content. They fit right in with the look and feel of the site and provide the user with options that interest them. For example, if you are looking to buy watches on Amazon, you might see a promoted post about similar watches.


Promoted listings are great because they bring people – who are already looking to make a purchase – toward a product that might be of interest to them. This makes the job of both parties a whole lot easier. An Empire case study conducted by Amazon found that a two-week campaign for a new cell phone case yielded a 206% ROI through sponsored products.


Some consumers have concerns about privacy issues and fear being tracked online. However, as this practice keeps evolving, these concerns are gradually dissipating.

We hope you have gained valuable insights about the various forms of native advertising. If you would like more information, please connect with us by leaving a comment below or at



In feedPromoted Listingsrecommendation widgets

Connatix • 05/17/2015

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